7% savings? 12% off? Let’s try again…

I’m sure you’ve seen some email marketing like this before in your inbox:

Now I can’t be the only one who finds this email from Whole Latte Love a little weird. Save 7%? I get the “lucky 7″ thing, but it’s a strange number for a discount. And for that matter, it’s a pretty low number too. Does anyone really care about saving 7%? It doesn’t seem like enough to motivate someone who isn’t a regular buyer of your products to suddenly make a purchase. Not a very big incentive…